The Future of B2B Content and Website Personalisation Powered by AI: TechTalks Recap


Did you know that 80% of consumers are more likely to purchase from brands that offer a personalised service?

Personalising your services is incredibly important, especially as we move towards a more digital age where Artificial Intelligence (AI) tools are being used on a regular basis. 

Using personalisation in your marketing efforts now goes beyond just inputting your leads name in an email. To stand out in this competitive space, you must consider tailoring all your messages, your content strategy, and your website to each unique online visitor. 

In this episode of TechTalks, Kathryn Strachan, Managing Director of Copy House, joins industry experts, Dan Archer, the Managing Partner of Marketing Partnerships at Cactus, and Ben Mercer, the Co-Founder of Personify XP, to discuss what the future of B2B content marketing and website personalisation holds. You can watch the episode on-demand here or read the highlights below. 

Website Personalisation Through AI

AI is a great tool to help boost your content personalisation efforts and allow for a friendly user experience. 


However, when you’re deciding what AI tools to implement into your website, it’s wise to look at how your consumers interact with your site and how you can make it more user-friendly and memorable for them. 


It’s better to implement AI technology based on that than just using every new advancement of technology that comes your way. 


“There are two sides here; the first is the front end-user experience and looking at what technology can be used to create a memorable and frictionless experience on the site. 


The second side is looking at what technology can be used in the backend to provide intelligence into how the site is being used or to optimise the front end to better understand what the site is trying to achieve.”

Dan Archer, Managing Partner of Marketing Partnerships at Cactus.

Are Chatbots the Future for Website Personalisation?

A prime example of this advancement in AI technology is chatbots. Chatbots are a piece of AI that guides users through their inquiry without the use of another human. Often they read a programmed script, which can save the customer service team both time and money. 

Bots also work around the clock, unlike an ordinary sales team who, in most cases, won’t operate a website 24/7. It’s estimated that businesses can save more than 30% of business costs by implementing chatbots onto their site, thus making it a great investment. 

If done right, chatbots are effective and efficient for both users and businesses. However, if a company has a lot of information, chatbots can take the user around in circles and create a frustrating experience for them. This can ultimately tarnish the brand’s reputation. 

Ben Mercer explains that there should be a blend of the two. For example, suppose a company has a lot of information or a complex service. In that case, a chatbot should start the initial conversation and help the user reach a solution, even if it means that a human touch is needed at a certain point. 

For simple inquiries, chatbots can be a great tool, but a human element is required for more complex questions. 

Data-Driven Website Personalisation

In the B2B market, it can often take months to generate leads and then transform those leads into buyers. However, you can decrease that time by offering a more personalised experience. 

To do this, you must look at your business and the key conversion outcomes. If you’re trying to get your audience to download an eBook or if you want them to sign up to your newsletter and further speed up the conversion process then you need content that is designed to give them a personalised experience. 

“You want to know your target audience’s pain points and craft content around them. That way when they read it, it’s as if you’re talking directly to them.”

Kathryn Strachan, Managing Director of Copy House.

Segmentation is also incredibly important. You must observe what stage of the funnel your lead is at and cater for that. Kathryn explains how there are 3 parts of the funnel: 

  1. Top-Funnel: Awareness stage
  2. Mid-Funnel: Consideration stage
  3. Bottom-Funnel: Conversion stage

“I think one of the biggest mistakes people often make with their website is that they only really focus on the mid and bottom-funnel and forget about the top.” 

Kathryn Strachan, Managing Director of Copy House.

This can be very dangerous as a majority of those visiting your site are likely still in their research phase and not ready to purchase yet. This means that you need to create content that keeps them hooked and answers their questions. 

So when they are ready to move towards the mid-funnel or bottom-funnel stage, your brand is at the top of their mind. 

Personalising Your Content Through AI

Although AI technology is advancing, it’s still far from becoming a replacement for humans or copywriters. 


Kathryn discusses how far AI has come to help support content marketing. For example, when SEO was new, content marketers were able to get away with keyword stuffing. This is where they constantly ‘stuff’ the same keywords in a piece of content to manipulate the search engine and make it think that is what the user is searching for.


Now, with the invention of AI tools such as BERT, which is Google’s neural network-based technique for natural language processing, the search engine has become much more intelligent and understands what the user is searching for. 


In fact, BERT even allows individual paragraphs in a piece of content to rank high if it is what the user is after. 


Although like most AI, BERT is not perfect, it is a step in the right direction in terms of customising and personalising content to help reach your intended target audience. 


“Some personalisation is 100% better than no personalisation.”

Ben Mercer, the Co-Founder of Personify XP,

Will AI Replace the Humans Behind B2B Content Marketing?

As mentioned, although AI is far from becoming a replacement for humans and copywriters, a common question asked is whether AI will replace marketers in the future. The simple answer, according to our panellist, is no! 

Despite how great and beneficial AI is, a human touch is needed to help capture emotion, empathy and sympathise with real consumers. 

For example, when conducting an interview, an AI tool may ask the questions listed, but if a person was conducting that same interview, they could read the interviewee’s emotions and press for more detail when necessary to bring forward deeper insights. 

“AI is getting better at creating very basic content. It’s good at processing data that will help marketers during the research phase, and it can generate content ideas that a marketer may not have thought about. 

However, this research must be taken with a pinch of salt as sometimes an AI tool can be very far off. So a human element is needed to distinguish the bad ideas generated by AI from the good ideas.”

Kathryn Strachan, Managing Director of Copy House

Although Kathryn believes a human touch is always required when producing great content or conducting interviews, she also believes that AI will eventually replace the more mundane tasks. 

An example given was meta descriptions. A meta description is an HTML tag used to describe the content of a web page. Constantly writing SEO compliant meta descriptions can take up a lot of time. Therefore, Kathryn hopes that AI tools can do these tasks in the future and free up the copywriter’s time. 

“I’m not convinced that AI is going to take over the marketing world anytime soon. 

Although I see a business appeal and attraction in the cost of AI, and I understand it can be a useful tool for driving efficiencies in departments, there are still consequences to solely relying on AI. 

By using AI, you lose that human interaction and that human touch. For example, an algorithm won’t let you delve deep into what you want answered and even if an AI tool does create content, a human would need to go over it and make sure it makes sense and has that feel of empathy.” 

Dan Archer, Managing Partner of Marketing Partnerships at Cactus.

Want to Know More?

Personalising your content is a must in B2B marketing. If you want further insight into the future of B2B content and website personalisation powered by AI, watch the TechTalks episode on-demand now! 

You can also sign up for our next TechTalks event here! You do not want to miss Kathryn and our other experts discussing the importance of driving diversity, inclusion and change with technology and marketing. 


Copy House